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This isn't meant to offend, it's meant to make you think. Think about your market and who it's made up of. And, I figured if VB can get away with it then so can I!
I was recently thinking about the people I connect with and how, generally, people gravitate to those who have similar values, philosophies and interests. Obviously this is a natural human trait and I'm not going to suggest that we can operate as societies in any other way.
Even in your online social networks such as Twitter, Facebook and Linked In, you may connect with thousands of different people but you tend to interact mostly with those who are most like you and share your interests, views and values.
But, when it comes to communicating about your products and services you can't just have a picture of a market filled with people just like you.
As a PR consultant I obviously create communication strategies for a wide variety of businesses with an equally wide variety of target markets, many of whom have very little in common with me personally. For me to be effective in what I produce I have to use what Terry Hawkins refers to often, empathy. This is critical in ensuring you get the messages right.
VB, in their Every Man ad, totally summarises my point that, depending on your products and services, cashed up bogans, blokes punching above their weight and many others who can be grouped into different categories that you wouldn't put yourself in, can be your clients too.
So, when you are considering your advertising, PR and communication messages you either need to create something that will appeal to all possible groups or create several different campaigns that are targeted specifically to different groups.
Either way, forgetting the cashed up bogans could leave a gaping hole in your success.
Keep communicating!
Karen
Well put Karen - we all too often focus on 'people like us' - much to our detriment.
12 Oct 2009, Mark David Moran, www.markdavidmoran.com